Please note that the description below is system-fetched and it may or may not accurately represent the actual contents of the book.
Advertising is salesmanship in print. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, value brands battling better value brands.Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency, that put some companies and products on the brand map.Written in a user friendly style, the book highlights the concept and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity.The concepts and cases have been described in 6 sections, including fundamentals to:Making advertising workMaking consumer product advertising workMaking consumer durable advertising workMaking business-to-business advertising work#IntroductionChapter 1. Brand Building Consumer Product AdvertisingChapter 2. Brand Building Consumer Durables AdvertisingChapter 3. Brand Building Services AdvertisingChapter 4. Brand Building Corporate AdvertisingChapter 5. Brand Building Rural Inputs AdvertisingChapter 6. Advertising Beyond BrandsGlossary
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